With its Super Bowl commercials this year Meta is leaning into advertising’s biggest stage as Mark Zuckerberg ramps up his spending on AI.
The company’s two ad spots, which are set to air during the first and third quarters of Sunday’s matchup between the New England Patriots and the Seattle Seahawks, highlight the company’s AI-enabled Oakley Meta smart glasses, and feature ex-Seahawks player Marshawn Lynch, YouTuber Darren Watkins Jr. (also known as IShowSpeed) as well as director Spike Lee.
While in 2006, a 30-second Super Bowl ad slot cost about $2.5 million, NBC said this year slots averaged about $8 million for 30 seconds, with a handful selling for $10 million or more.
While it’s unclear exactly how much Meta paid, the network’s price tag is only one part of the overall cost, said Kimberly Whitler, an associate professor of business administration at the University of Virginia’s Darden School of Business. The company also has to take into account celebrity talent, popular music licensing, and production costs, which can add $5 million or more on top, she told Fortune.
Meta did not immediately reply to Fortune‘s request for comment on the cost of its Super Bowl ads.
